Bazaarvoice has released its annual Shopper Preference Report, revealing 71% of Australian workers have returned to their offices at least part of the week, a trend that has led to 55% of these consumers spending more in physical stores.

That figure is second only to Canada, in terms of in-store spending linked to a return to the workplace.

In compiling the research, Bazaarvoice surveyed over 1000 Australian consumers, finding that 51% of Australians spend more on in-store purchases, 27% report no significant difference between online and in-store spending, and 24% spend more online.

Despite 75% of Australians valuing sustainability commitments in brands, the cost-of-living crisis takes precedence in purchasing decisions, with 69% buying at least some of their clothes from fast-fashion retailers.

The report also highlighted the influence of social media on consumer behaviour. More than one in five (22%) of Australians make monthly purchases based on items they encounter on social platforms, and this number jumps to 43% for consumers aged 24-34. Half of Australians have bought a product after viewing a video of it on social media.

In terms of brand loyalty, quality (47%) surpasses price (44%) as the primary factor influencing consumers. 90% of Australian respondents consider a brand's reputation for reliability and trustworthiness to impact their loyalty. However, 45% of Australians have never bought items from thrift stores, charity shops, marketplaces, or second-hand platforms like Vinted and Depop.

The report also found 43% of consumers have permanently switched some staple products to private-label alternatives, while 19% intend to do so in the future.

Managing Director for APAC at Bazaarvoice, Kate Musgrove, said the research underscores the ever-changing nature of Australians' spending habits, influenced by a range of factors including financial, convenience, and personal preferences.

"It also highlights the importance for brands and retailers to maintain consistency and accessibility across various channels to effectively serve to these diverse consumer preferences. By aligning with shopper preferences and ensuring a seamless shopping experience, brands and retailers can ensure customers keep returning," she said.